Investing in Trust

A young new company paid US$825,000 buying premium domain name

They were interviewed about the decision:   (link)

 "Fast forward one year ... each week that passes only further vindicates our decision to commit to the brand name.

We sell an intangible product and at the end of the day, we’re in the trust business. Owning has lent an extra level of legitimacy to the brand and this, in turn, has translated into sales."